Carmichael Lynch Spong launches social intel tool

MINNEAPOLIS: Carmichael Lynch Spong has rolled out a social media analysis platform as it expands its social engagement division.

MINNEAPOLIS: Carmichael Lynch Spong has rolled out a social media analysis platform as it expands its social engagement division.

The offering, called “Social Tracker,” compiles data from social media management and monitoring tools such as NetBase, Kenshoo, Pinerly, and Facebook Insights. Social Tracker then incorporates that information with insights and analysis from Carmichael Lynch Spong employees on a dashboard.

Reports are customizable for each client and include metrics such as brand health and a “brand passion index,” which plots the enthusiasm of collective conversations about a brand on a graph. The platform can also analyze competitive brands, track a company's progress from up to two years prior, and aggregate social media conversations in the US, North America, or globally.

Carmichael Lynch Spong is offering Social Tracker at a starting price of $1,250 per month.

The firm developed the tool because existing and prospective clients have requested advice and resources for social media, said Emily Buchanan, senior principal and social engagement chair at Carmichael Lynch Spong. In an annual client survey, 60% of respondents said they needed more social media assistance, she added.

“[Social media] is an area that they continue to focus energy on but still need more expertise on,” Buchanan said. “But they don't just want data; they want to know about brand health, conversations happening around the brand, and what they can do about it.”

Social Tracker's launch comes as Carmichael Lynch Spong is growing its social engagement team. The Interpublic Group agency plans to add more tools and services to the social engagement unit, a “high growth area” at the agency, Buchanan said.

Last month, the firm hired Tara Olson as a social engagement specialist, responsible for community management, identifying social influencers, and social analytics. She was previously a community engagement advocate at creative services firm Periscope.

Olson was a senior hire in the social engagement team, which consists of about 15 staffers reporting to Buchanan. The group includes employees from the Carmichael Lynch network's PR, digital, and advertising divisions.

“Social lives in all three areas,” Buchanan said.

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